KEEP WASHINGTON FAMILIES HOUSED: A multilingual, equity-driven campaign
Washington State Homeowner Assistance Fund (HAF)
Services
Research | Creative Services | Marketing and Advertising | Multicultural Consultation
The Challenge
When COVID-19 put thousands of Washington families at risk of losing their homes, the Homeowner Assistance Fund was created to prevent foreclosure. But awareness and trust in government programs were low in many BIPOC communities, and time was short.
The Washington State Housing Finance Commission needed to reach the right homeowners, in the right languages, with a message that felt urgent and credible.
Our Approach
Focus on those most at risk.
Through data and research, we identified priority languages, regions, and community mindsets to focus outreach where risk was highest. We then crafted messaging and materials for specific communities, ensuring cultural relevance and clarity.
Lean into community voices
We transcreated the website into four languages, partnered with multicultural media outlets, trained local spokespeople, and worked alongside more than 170 community-based organizations to share the message through voices people already trusted.
Show up where it matters
The campaign ran across digital, print, radio, and hyperlocal events. We showed up at 63 Puget Sound gatherings and distributed 2,000 multilingual flyers — meeting homeowners online and face-to-face.
Highlights
Cascadia Creative Award Silver winner
Viddy Awards Gold winner
Our Solution
Turn time-sensitive relief into action by driving homeowners to the HAF website and hotline, where counselors could help them secure assistance and stay in their homes.
The Results
58M+ Digital impressions
160,000+ Website visitors
120% Increase in traffic
146% Increase in hotline calls
$60M Distributed to over 3,500 families
45% Of homeowners helped were desired communities, reaching 18% above baseline.